What have I studied so far for my case studies?

• The interactive websites for each of the three films. They are as follows: "The Holiday": http://www.sonypictures.com/homevideo/theholiday/, "Bridesmaids": http://www.bridesmaidsthemovie.co.uk/, and "Vicky Christina Barcelona": http://www.vickycristina-movie.com/.
• I also viewed the IMDB pages for each of my films in order to find facts, figures and statistics about my films. This has given me a background knowledge of the films I have been studying, and a first idea of the type of institution behind each of the films. (For example, I can see what the budgets and profits were for the films, and compare them to eachother.)
• I have read an online article about how Twitter saved Bridesmaids.
• I have read an artcile in Media Magazine all about Bridesmaids. It discusses features such as the narrative; how the film challenges audience expectations; how it challenges stereotypes of woman, and how woman are representde as very animalistic and masculine at certain points in the film. It also goes on to discuss how the film may be seen as cliched and predictable by many.
• I have looked at the social networking pages for each of my films, and disucessed why social networking is very important.
• With more rare forms of broadcast media, I have looked at a Podcast review for Bridesmaids.
• I have watched all of my films to give me a good background knowledge.

What do I still need to do to continue to research my case studies?

• Watch the DVD of Vicky Christina Barcelona again to familarise myself with it.
• Find some interesting facts about Vicky Christina Barcelona and The Holiday such as the twitter one about Bridesmaids. I need lots of intersting information like this to make my case study interesting.
• Look at the individual marketing techniques for each of my films in more detail. Look at the marketing on each of the platforms: print, emedia and broadcast. Why are the links to each of the platforms important? Why are there aspects of my case studies present in each of the platforms? How is this beneficial to the producer/institution?
• For each: why does the institution need to access the audience through new ways? How do they achieve this?
• What is the representation of woman in each of my three films?
• Need to make sure I would be able to write a brief outline of each of my media case studies.
• How do they aim to appeal to more than one audience/demographic?
• Look at past exam questions on the AQA websites (plus mark schemes for help) and make sure, for every essay that has come up in the past, I would have information to answer the question in lots of detail.

My realtiy TV show would be based around the idea behind "Im A Celebrity". It would involve two teams staying on an island/in a housefor the course of a couple of weeks. As with "Im a Celebrity", one contestant would be voted off from each team every episode. It would look at classes and the represntation of classes because the two teams would come from contrasting backgrounds. For example, one team may be the sort of class portrayed in "Made in Chelsea", and the opposing team would be made up of those from a similar class portrayed in "Geordie Shore". This would made it more interesting for the audience, because social tensions would be highlighted. This links to my next point of who the target audience would be. They would most likely be a younger audience, possibly accessing the show for diversion or personal identification (uses and gratif cations). They would enjoy it because they would gain an insight into the lives and values of a class they are not familiar with. The show would also most likely involve a sense of comedy which would make the show more enjoyable for the audience to watch. Each show may contain a game or challenge where both teams would go 'head to head'. It would also perhaps involve filming of their day-to-day camp experiences, giving it a true "reality TV" feel. It might feature on television post water shed, may be at 9:30. It would last for approximately one hour, and would run in series that would last a few weeks. Episode One might include an introduction to all the contestants, where they meet one another and have to assign "house jobs" to each other. The two teams might have to take part in a game (where they play as one big team to get to know each other) in order to win a weekly allowance. We would then see contestants from both teams going out shopping to buy weekly supplies. There would most likely be arguements caused by this scenario because the working class team might want to spend the money on very different things to what to upper class team do.

Lesson 1 - looking at reality TV and it's effect.  Analysis of trailers and reading of article in Media Magazine

 
Analysis of "The Only Way is Essex- Series 7" trailer:

"The Only Way is Essex" is a reality TV show based on the lives on people from Essex on ITV2. All of the trailers for each series of The Only Way is Essex (TOWIE) are quite similar, but I have chosen to analyse the one for series seven as it is the most recent and therefore current. In this analysis, I will look at the audience, form (colours, music and camera shots), genre/ codes and conventions, and institution.

From watching the trailer, I would say that the audience are most likely to be accessing this television programme for the purpose of diversion (according to the uses and gratifications theory). This is because for the time that the programme is on, the audience will become involved in someone else's life. The fact that these lives are real perhaps makes it even easier for the audience to become emotionally involved in the goings-on. I also believe the main purpose for accessing TOWIE is diversion because it shows many short clips of a desirable life style. We see the stars in beauty salons, at bars, and parties, in expensive looking appartments/houses, and going out for lunch. The audience will be diverted from their own lives, and want to be part of theirs. They may aspire to have this life style. Furthermore, I believe the audience may access this trailer for personal identification (if they can relate to the characters or they look up to them), or for social interaction. TOWIE is a widely spoken about programme, and is often featured on Twitter a lot. Regarding a demographic profile, those who are interested in this programme may be interested in the activites featured: going to parties, getting their hair or nails done, going out for lunch with their friends etc. They may also be interested in make up, fashion and looking good. This plays a huge part in the programme and the lifestyles we see. According to the classification of empolyment, I would say that the target audience for this programme and trailer would be those in classes E to C1 or B. I think that those in any higher classes than this are likely to enjoy alternative reality TV shows like "Made in Chelsea" as they will relate to the life style more. However, TOWIE is likely to attract lots of people from lots of classes for different reasons.

The sound used in this trailer is mainly diegetic, as it is mainly speech. We see the characters interacting with eachother in the short edited clips used: the sound is primarily used for comedic purposes. A lot of what the characters say is humerous, and this is likely to widen their target audience pool. The colours used in this trailer are quite articfially lighted throughout. Most of the colours in the shots are bright colours which represent fun, vibrancy and positivity. This is how the institution want the programme to be represented. There is also a lot of pink featured which has connotations of feminity, fashion, love and beauty. The camera shots used in this trailer are most often mid-close up shots of the characters faces as they speek. This technique is used to introduce the audience to the characters as much as they possibly can in this short one minute video. The shots are close enough to see emotion and facial details, but are far enough away to establish the scene. We see the location and where the characters are, which gives us a sense of the sort of thing we may see in the show. Furthermore, quick editing is used in order to show as many sides to the programme as possible in a minute. The trailer is fast paced to keep the audience interested, and the short scenes allow us to see a mixture of romance, comedy, gossip and arguements, along with all the locations.

The genre of this trailer is clearly reality TV, and there are various codes and conventions used which help to tell us this. There is a sense of comedy in this trailer, and realtiy TV shows are often portrayed to be funny. Also, there isn't a "cliff hanger" or set story line which will grip us and encourage us to watch it. This technique may have been used in a police drama, period drama or soap, but it isn't used in reality TV.

The institution behind this TV show is ITV2- they are a wealthy institution and very well known right across the UK. Their logo features in the bottom right hand corner of the screen throughout the advert which shows they are eager for the audience to recognise them as part of this show. The graphics and the overall finish of the advert is very professional which shows that the institution have the money to be able to invest in good technology. They are connected to the digital age. Also, at the end of the trailer we see text which says "The Only Way is Essex, Wednesday and Sunday at 10". Below this is the institution's web address. This shows that they want to be connected to their audience. The webiste is most likely to be interactive, which is a good marketing technique. They are adapting to the changing needs of their target audience in order to remain successful.

I will finally look at how 'Essex girls' are represnted in this trailer. They are wearing lots of make up and are dressed in a very feminine way. Essex girls are often stereotyped to be "fake" and not very intelligant. This trailer maintrains this stereotype to a certain extent with the fashion, locations and things which they say, but they do try and erase the stereotype also. The locations help to do this: they lunches and bars and church help to make them seem more sophisticated and classy. Overall, they are still represented as typical Essex girls which is very much part of the appeal to the programme. It represnts a different way of life.

Year 12 Homework Thursday December 6th.  Answer the case study question below:

In your answer you should:
- Show how and why media institutions in your case study have been responsive to change,
- Support your answer with reference to a range of examples from three media platforms. (32 marks)

’It is not the strongest that survive but those most responsive to change.’ How and why do media institutions continue to change?

The question is asking us to write about how the institutions might change their marketing to a wider audience.  Another thing we could look at is how things are distributed and sold.  Additionally the question is asking us to think about how institutions have to change their image and also how they might need to change to keep up with new a digital Media.

1. The Hunger Games - Lionsgate - have had to use a lot of social Media for their advertising.  YouTube and Yahoo for example throughout the time it was being broadcast in the cinema.
2. UGC - websites and virtual worlds.  Website example www.hungergamesarena.com- people can make profiles and become citizens of the world.   Active audiences nowadays.  They have to change to build a community and also to engage with audiences who have access to the internet and who want to be more involved with the products.
3. Paranormal Activity 4 - twitter feed to interact with audiences.  Retweet positive messages that fans give - U&G theory of interaction.  Made by Paramount - a smaller institution, less money, less budget but the film did adapt to a changing of audience expectations. Showed people watching the film in test screenings so people can see others' reactions to it.
4. Audiences don't have to buy the DVD anymore; they can access it on Love Film etc.   Film companies might have to change the quality of their product to entice people with Blu-ray or High Definition. Bonus DVDS- Attack the Block behind the scenes. 
5.  Merchandise - might have to capitalise on selling this. Hunger Games outfits- (EXAMPLE of most expensive outfit you can buy).
6. Companies have to make films or extras available for ipads/iPhones etc. to allow people to access them.
7. Streaming on the same day as the release date.
8. Advertising and Marketing - viral marketing.  (FIND EXAMPLES FOR YOUR FILMS).
9. Using popular culture to promote a film, or using nostalgia to promote.   Institutions might have to move with their audiences so as more people become internet users and become Media literate, they have a larger pool of people to market to and to connect with. 
10. More formulaic films- franchises of films that all work in the same way and on the same premise.

My Answer:

“It is not the strongest that survive, but those who are most responsive to change”, is a very true statement which describes media institutions in the current day. They are required to change all the time, whether that be widening their audience, targeting their audience in a different way, advertising in a different way, changing their branding image, or selling their products in a different way. The institutions behind my case study products (Bridesmaids, The Holiday, and Vicky Christina Barcelona) have had to do this. I can link the statement strongly to these institutions.

Firstly, film companies have to make films or extras available for iPads and iPhones etc to allow people to access their product in different ways. Everyone accesses media for different reasons, therefore institutions have to adapt to this.

Secondly, institutions may have to move away from their original idea or ideologies as they move with their audiences. Doing this will mean that have a larger pool of people to market to and connect with as more and more people become internet users/ media literate.

Thirdly, institutions have had to adapt to the vast development in social networking in order to make their films successful. Social networking sites such as Facebook and Twitter are now vital in widening your audience pool, and successfully marketing your product. Audiences want to be more involved in products, and are keen to leave their opinions. This can really help a product to survive . This was definitely the case for one of my case study institutions: the institution behind Bridesmaids. After an initial back-lash against the movie, pre-release, the director took to Twitter which saved his movie! It was reported that Paul Feig spent days on Twitter collected opinions and responses to the trailer after he heard much negative feedback. This enabled him to give the movie the best start it could possibly have- being responsive to this massive social networking development meant that the film was very successful. In fact, it went on to gross well over $200 million in the USA, and was greatly successful overseas too. May be Twitter is the way to go!

Fourthly, institutions have to adapt and be willing to start to sell their products in different ways- not just the conventional! (e.g. DVDs). Films such as Bridesmaids have started to sell in many way including Blu-ray discs, through services such as iTunes and through film rental services such as Love Film. Many of the ideas and technologies were not available a couple of years ago, yet they are now a main player in the success of a film. Audiences are now more active, and want to access films through many different platforms and in many different ways. Institutions have had to adapt to this, and invest in new ideas.

This links to the fact that institutions may have to adapt by improving the quality of their product in order to entice a larger audience. I previously mentioned Blu-ray, but high definition DVD’s have the same effect. The creation of products like these mean that film companies may have to make their products to a better quality to ensure more people will put their trust in them, and buy them. Due to modern society, many people want the best they can possibly get, and aspire to be better.

Furthermore, advertising and marketing has to adapt over time in order to make a film a success. I can see this by comparing films within my case studies. I can compare “The Holiday” and “Bridesmaids”, as they are both high budget films made in America. However, “The Holiday” was released in 2006, but “Bridesmaids” was released in 2011. Between these two years, there was massive changes in the media industry, massive development regarding social media, and massive changes in audiences (e.g. how involved they are/ how the wish to access the product). Therefore, there were massive changes in the marketing. “Bridesmaids” had to adapt their marketing from what “The Holiday” would have done, it order to ‘survive’.  For example, “The Holiday” does not have its own twitter page- only some of the involved institutions (Universal Studios and Columbia Pictures) do. This compares to “Bridesmaids”. As well as being promoted by Sony, Bridesmaids have numerous Twitter accounts, including accounts set up by fans. Examples of these are “@BridesmaidsQ” or “@BridesmaidsSay”. Here we can see a massive development. “The Holiday was successful, as was Bridesmaids, but Bridesmaids would not have been successful if they hadn’t adapted to new ways of marketing. “It is not the strongest that survive, but those who are most responsive to change”.

Despite all of this, there were mainstream marketing techniques used back in 2006 which were still used in 2011, and are still used today. This shows that it is not always necessary to change in all areas in order to be successful. Marketing techniques used both then and now include interactive websites which both “The Holiday” and “Bridesmaids” have, soundtrack albums available on iTunes, DVD’s, merchandise, podcast reviews, and official trailers.

In conclusion, it is necessary for institutions to change and adapt over time, whether this be to reach their audience more effectively, change their branding, or sell their products in a different way. Some methods do stay the same for long periods of time, however.

What is communicated about the brand of apple in this advert?

What is communicated about the brand of apple in this advert?

The above advert is the Apple advert which was released in 2012- the advert was named "Bounce". There are many things communicated about the brand of Apple within this advert. Firstly, they are represented to be very well known and trusted. There is no speech or text in this advert. There is no information and no details about the product, which shows that the advert is more to maintain the brand than to sell products. They can already do this without a television advert. They do not need to pack lots of information into the advert: they just need to feature their newest product. They assume that their audience will go out and buy one of the three products featured in this advert without knowing any specific information about it such as the price or what it does. They also have the power to be able to advertise three products in one advert, without the success of one being sacrificed.

Secondly, they are represented to be very wealthy. Televsion adverts are very expensive to air on prime time TV- this would have cost the institution a lot of money. The fact that their advert is so short, so fast paced and lacks so much information proves that they have the money to spend on an advert which doesn't neccessarily do what other adverts do. The audience would probably not access this advert for surveillance (uses and gratifications), unless they wanted to see what the product looked like.

Thirdly, they are represnted to be very professional and connected to the digital age. The graphics which have been used are incredibly advanced. This shows that they have advanced technology and highly trained staff to create such a precise and professional advert.

Fourthly, they are represented to be very powerful. The song which has been used, before featuring in the advert, was not at all popular. They have taken a song which is not well known to play in the background of their advert, They know that this choice of music will not sacrifice sales, and they also have the power to make this song into a great success. It is a great advertisement for the song to be used on an Apple advert, and Apple are powerful enough to turn it into a success.

Finally, they are represented to be very in touch with their audience. The ipods which are featured in this advert are all different colours. Each colour will attract a different type of person, due to their personality and interests. This shows that Apple are very aware of what their audience want. They want their product to appeal to a wide range of people, and they want everyone's product to be personal to them. Therefore, they are connected to their target audience.

Analysis of intertextuality and binary opposites in a film and film trailer: The Holiday (2006)

My three case study films are Bridesmaids, The Holiday, and Vicky Christina Barcelona. They are all contrasting. For this analysis, I will study The Holiday.

Romantic comedies are not renowned for their intricate story telling, and often don't feature homage or references to other films or media products. However, we do sometimes find well known pieces of music featuring in films as oppose to original music pieces.

The Holiday, however, does have a sequence of intertextual references. It occurs in a scene perhaps three quarters of the way through the film, when two of the main characters (Iris played by Kate Winslet, and Miles played by Jack Black) visit a movie store. Jack Black's character holds up a variety of different films to show his friend, and either quotes them or sings the theme tune. An example of this is he sings the theme tune of "Jaws". This is a perfect example of intertextualtiy.

I will now go on to analyse binary opposites in the film. In order to do this, I have used my own knowledge of what happens after watching it, and I have watched the trailer.
The film is based around romance, and two couples falling in love. Therefore, the most obvious binary opposite is male and female. The film is structured around the binary opposite. The audience, through making assumptions, stereotypes males and females. The characters in this film are architypical, and fit into the stereotype or expectation that the audience have. For example, Cameron Diaz plays one of the two leading ladies. She is a stereotypical beautiful woman because she is interlligent (she runs her own film trailer company in the film), she is blonde, slim, and she has blue eyes. She is architypical and is the binary opposite to Jude Law who is perhaps a stereotypical man.

Contrasting nationalities is also a strong binary oppositie featured in this film. Half of the film is set in Los Angeles, USA. The other half is set in Surrey, UK. The characters portray strong stereotypical characteristics of what you would expect people from these areas to be like. The life styles represented are also competely contrasting. (In UK there is a small cottage and the weather is snowy. In LA there is a mansion with a pool, palm trees, and its sunny all the time). These backgrounds are binary opposites.

Poster Analysis for a film in my case study:




I am going to analysise the above poster. It is one of the official posters which advertises the 2011 film "Bridesmaids", and "Bridesmaids" is one of the three films I am studying for my case study part of the exam.

Firstly, I will analyse the colour scheme. The two main colours used in this poster are pink and white. This attracts the primary audience of woman, who are highly likely to enjoy this film. Woman stereotypically enjoy romantic comedies, but will also be able to relate to the characters. I will analyse the audience in more detail later on. Furthermore, the white used strongly links to the theme of weddings. It has connotations of purity, wedding dresses and bridal beauty. These are three strong features of the film. The pink contrasts to the white, making it stand out. The text and bridemaids dresses become noticeable and eye catching. This is a desirable quality in a film poster.

The layout of the poster can be analysed in much detail. It does not fit to the layout theory (where what is featured on the left  is the new, and what is on the right is the given.) Instead, the creators of this poster have used the idea that the text and images in the centre are the focal point of the poster. Once we have looked at this, we will then look at the detail further out: from the top left to top right, the bottom left to bottom right. The title has purposely been made to be very noticable. The colour, position and choice of font (which I will analyse later) enables this to happen. Below this are the main characters, and they are also a large focal point. Surrounding these two features are ratings given by other institutions such as Cosmopolitan magazine.
 
There is only one main image in this poster, and the camera angle which has been used is a long to medium shot. It shows the audience the whole of the picture, and the full legnth of the characters' bodies. It gives the audience a sense of perspective, yet still shows enough detail for the photograph to give information. (For example, we can see the expressions on the faces of the bride and bridesmaids which introduced us to the personalities and experiences of them).

The audience of this poster is likely to be those who enjoy film. Due to the film's genre, those who enjoy romance and comedy films will very much enjoy this film. Previously in this analysis I have looked at colours, camera angles and fonts etc, and from this information I believe that the primary audience is woman. The secondary audience would then be males- those likely to be watching the film with their wives/girlfriends/daughters etc. According to the uses and gratifications theory, the audience would be accessing this poster for surveilllance. It provides the audience with key information about the release of the film such as star ratings, release date, and BBFC rating (which for this particular film is 15). According to the classifation of employment, any classes from E and A would be able to access this poster. Not only is it online, but it would be featrued in magazines and even public places such as cinemas. This does not limit the audience of the film to a certain socio-economic class. The mise-en-scene used doesn't either. It is very vast.

Each  of the characters we see in the image are represented in a different way through their expressions and poses. This is reinforced in the film: each of the woman have very contrasting personalilites, family lives and backrgounds. Therefore, the poster introduces us to this. Going from left to right, the first character is represented to be tough and fiesty through her animus and masculine pose. Her dress is the most covering, suggesting many things about her character. The next character along is represented to eb the blonde "bimbo" type. She seems to be very interested in male attention through her suggestive pose. She is also the stereotypical blonde with long blonde hair and blue eyes. We then have a more sophisticated character. She has her hair tied up and is in a feminine classy postition. Annie is also represented to be fiesty from her pose. The bride seems relaxed and unaware which portrays her characters personalilty, and the final chaarcter also seems to be interested in male attention.

The institution behind this poster are the creators of the Bridesmaids motion picture film. From looking at the poster, I can immediately tell that they are wealthy. It is a very professional looking poster, which suggests that the institution are connected to the digital age. They have good design technology which has enabled them to create an effective finished piece of mainstream marketing. Another featuer in the poster which tells me that the institution are wealthy anf successful is the text which reads: "From the producer of Knocked Up and The 40 Year Old Virgin". This automatically tells the audience that members of the cast and crew have been involved in well known and successful projects previously. We know that the institution have the money, profits and funding to employ the very best in the business. Surely this will make it a good film and persuade the audience to watch it?! A final feature in the film that tells me the institution are wealthy adn successful is the use of ratings by other well known conmpanies. The institution obviously have strong links with other companies, and have created a film worthy enough to be applauded by large companies.

In conlcusion, this poster was created in order to market the film. In doing this, a strong links has been made between the two platforms of broadcast and print media. The link is advantageous for both the audience and the instituton. This poster has been designed in a very effective way, and it looks very professional. It is more than likely to attract a wider audience to the film.

Identify how media products from your case studies make links with other platforms, what are the reasons for these links? (32 marks)

The case studies which I have done large amounts of research on are the 2011 romantic comedy film “Bridesmaids”, and 2006 romantic comedy “The Holiday”. Films classed as broadcast media, but strong links have been made from this broadcast platform to the platforms of e-media and print.

I will first look at the various links made with e-media, using examples from my case studies. The first and most obvious link we can make is that both films have their own interactive official websites. Regarding the Bridesmaids official website more specifically, it has a range of features such as the chance to be introduced to all of the main characters; read the story; games and much more! For the audience, the main reason for this link is most probably either surveillance or social interaction (according to the uses and gratifications theory). It allows the broadcast to be transformed into a much larger brand, and provides the audience with somewhere to go for extra information and fun and games. Successful films need to be brands and well as just movies, and interactive official websites allow this to happen.

Secondly, my films link to e-media in terms of social networking. For example, Bridesmaids and The Holiday both have Facebook and Twitter pages. This is perfect for social interaction (uses and gratifications theory), and increases the films accessibility. It allows a larger target audience to be involved. All socio-economic classes use social networking, and so they can all access information about the film. It allows them to gage public opinion on what they have done, communicate with the audience, and improve their work. I can link this strongly to my case study of Bridesmaids. In the early stages of production, the film was predicted to be a ‘flop’. Critics and the target audience didn’t believe it would be anything special- they didn’t think it would be successful. This spurred the director to take to Twitter and gage opinion on what his perspective fans wanted. The feedback really helped, and saved the film! This is how important links between platforms can be to films.

Social networking can also be useful in other ways. Often, fan made twitter accounts exist, and I know this is the case for Bridesmaids. Fans of the film often either make accounts which tweet famous quotes from the film, or they create accounts for their favourite character. These are often created for comedy purposes. This link is incredibly useful for the film’s long term success, and these accounts are active and common for a much longer period of time that the film is at its peak in terms of box office of DVD sales. They constantly remind the target audience of the film, and help to enhance the brand for months or even years after the release. Whilst carrying out my research, I have found various examples. There are accounts called @BridesmaidsSay; @BridesmaidsTalk; @BridemaidsQuotes and so on, and all have vast amounts of followers which shows how far they have enabled the film to reach. @BridesmaidsQuotes for example is followed by over 27,000 Twitter users. Furthermore, Twitter trends have a significant effect on the films popularity- most often around the time of release. Many twitter trends are worldwide, and so audiences from many different countries can see this. It increases the films accessibility, and widens the audience which in turn, increases profits for the institution. At the time of the Bridesmaids release, there were many global trends such as “#Bridesmaids” and related trends.

Fan websites are often created and dedicated to films. They have become more and more popular over the years, and bring together audiences of the same interest. According to the uses and gratifications theory, they are accessed purely for diversion and social interaction.

A final link which can be made between the original platform of broadcast and the secondary platform of e-media is that videos are often produced by fans or critics to advertise the film. They can either be for comedy or critical purposes, and YouTube is often a massive player in their success. YouTube is a video websites used by people all across the world, from all socio-economic background. Videos can quickly become viral, and to persuade members of the public to view the film in question. An example I have found is a video posted by “FanReviews”. It reviews the film from an amateur critic’s point of view and provides the viewer with footage from the film. Not only are fan videos important, the target audience love to see hidden extras such as interviews with the cast and bloopers. These behind the scenes views help the audience to feel more connected with the film and the cast/crew. It provides them with an “insider’s view” of how the film was made, and it something very appealing to many people. Bloopers especially have a comedy aspect to them, and so they can quickly take off and become viral.

Links can also be made from broadcast to print media. Print is the oldest and most established media platform. Some people may say that it is quickly being over taken by e-media, but it is still very powerful. Products such as magazines and newspapers would fit into this category. Dedicated film magazines such as Total Film and Empire magazines maintain a strong link between the film itself and print media. This link is very important, and is often created by the magazines publishing reviews of films. Most popular films are reviewed in these magazines, and both of my case studies were. Total Film reviewed Bridesmaids in their magazine, as they did with The Holiday. Of Bridesmaids, they said that it is a “side splitting comedy that lifts the veil on any wedding’s unsung heroines”. When speaking of The Holiday they said the film is “mushy” and “formulaic”, but “offers exactly what woman want”. Therefore, through extensive research, I have learnt that these links that films have with print media can either “make or break” their success.

Not only as films reviewed in dedicated film magazine, the actors and actresses are often interviewed. The films which I have looked at for my case study both have the hybrid genre of romantic comedy. The actors and actresses which often feature in these films are admired and looked up to by the target audience, particularly the young and beautiful actresses. This is a perfect advertisement for the film, and by featuring (through interviews and photo shoots) in glossy magazines, the actresses paint a picture of the film. Readers can personally identify with the stars, and after reading the interview, and persuaded to watch the film. Kristen Wiig is the ‘leading lady’ in 2011 romantic comedy Bridesmaids. After the release of the film, she featured in Vogue magazine where she was photographed and interviewed. In this interview, and others like it, the actresses tend to exaggerate the brilliance of their time spent on set, and speak of how much woman will be able to relate to their work. Even if this is clichéd by now, it never fails to fill up a few more seats in the cinema. Those woman reading the magazines such as Vogue, Glamour or Company are likely to be independent career minded woman. These are exactly the type of woman that the institutions behind rom-coms want their primary audience to be. Therefore, this is the perfect link..

Not only have I found that films link to e-media and print, but there are links which occur within broadcast such as podcast reviews. They need this in order to gain publicity, even though they don’t actually choose to be reviewed. This shows lots is out of their hands, but is still just as important for them. A commonly listened to chain of podcast film reviews are those produced by Simon Mayo and Mark Kermode. Although not always positive reviews, they are a way of the public getting a taste of the new releases before they are viewed. This is definitely a positive link because they advertise the films very well.

A final link within broadcast is that soundtrack albums for the music featured on the film are often produced. Much work goes into the selection of the music which accompanies the film’s scenes, and unheard of music can often become very popular. This is why albums are produced. iTunes is a downloading service which very often sells all of these. Bridesmaids has an album for sale on iTunes called “Bridesmaids (Original Motion Picture Soundtrack)”. It is still for sale even though the film was released last year which shows again that these links keep the brand alive for much longer than you would first assume they would be. The album features 13 tracks and an array of artists.

In conclusion, the media products in my case studies make very strong link with a range of media platforms. These links are always very important. More often than not, they help to transform the film into a brand. The links which are made are sometimes out of the institutions hands (such as the creation of fan websites and the producing of podcast reviews), but this doesn’t mean they aren’t important. They are just as important as the links which are created by the institutions themselves (such as interactive websites).  Links that a film has between other media platforms can make or break a film, however, they often advertise, increase accessibility, and widen the audience which can only be positive.

PLAN FOR:

Identify how media products from your case study make links with other media platforms. What are the reasons for these links?

In your answer you should:
● consider possible links such as targeting audiences, promotion and revenue
generation
● support your answer with reference to a range of examples from three media
platforms. (32 marks)

My first product is the Bridesmaids film. My second product is The Holiday film.

1. Film is broadcast, but it makes links with e-media very strongly. Firstly it links to e-media in terms of its inetractive official website. For the audience, the reason for this link is probably either surveillance, diversion or social interaction (according to the uses and gratifications theory). It allows the broadcast product to be made into a larger brand, and it gives the target audience/fans somewhere to go for extra information, fun and games. Films need to be brands, and the official website ensures that this is possible.
2. Secondly, the broadcast (Bridesmaids film) links to e-media in terms of social networking. The film has both Twitter and Facebook pages. This is perfect for social inetraction (uses and gratifcations), and opens the film up to a wider range of people. All socio-economic classes use social networking, and so they can all access information about the film. Furthermore, linking broadcast to e-media is beneficial for the institution. It enables them to gage public opinion on their work, improve what they have done, and communicate with the audience. In the early stages of making Bridesmaids, the film was not expected to be a very big hit. It was expected to be 'just another comedy'. The director of the film took to Twitter, adn was able to communicate globally with the target audience. He was able to gain feedback and opinions which would help the film achieve what the fans wanted. The film was a great success. This shows that these links which have been created between platforms are beneficial to both the institution and the target audience. http://www.hollywoodreporter.com/news/bridesmaids-paul-feig-golden-globes-265027
3. Videos that the fans make can help the institution to advertise the film. For example, I previously posted one on the blog about Bridesmaids.
4. Fan made twitter accounts of quotes or certain characters for comedy purposes. There is a Twitter account made by fans which features tweets of quotes from the film. It is for comedy purposes but has carried on much longer than the film was in its peak.
5. Fan websites.
6. Some websites might have character profiles.
7. There are links which occur within broadcast such as podcast reviews. They need this in order to gain publicity, even though they dont actually choose to be reviewed. This shows lots is out of their hands, but is still just as important for them.
8. Twitter trends.
9. Magazines do reviews such as Total Film or Empire. Her is the link for the Total Film review of Bridemaids. I believe it was also published. http://www.totalfilm.com/reviews/cinema/bridesmaids. Here is the link for the Total Film review of The Holiday which is my second film product: http://www.totalfilm.com/reviews/cinema/the-holiday.
10. Actors and Actresses get inetrviewed in magazines through prepared interviews and photoshoots. Here is the link for a mgazine interveiw which main character and writer of Bridesmaids Kristen Wiig did with Vogue magazine: http://www.vogue.com/magazine/article/kristen-wiig-funny-business/#1.
11. Buy merchandise.
12. Marketing and actually make the audience go and do things such as on the website. (EXAMPLE)
13. Gaming- online games or separate games on consoles eg xbox. Harry Potter and James Bond have games for example. Look into this for Bridesmaids.
14. Album of the film soundtracks. They are often availble on music download services such as iTunes Spotify. iTunes also provide the option of being able to download films onto your iPod, iPhone or iPad. This provides the audience with lots of viewing freedom, and ensures that the brand will be more wide spread.

http://castroller.com/Podcasts/MarkKermodeAnd/2390642

Analysis of Google Chrome Advert (see previous post)- Cambridge Satchel Company

How does this advert engage the audience?

There are many techniques used in this advert for Google Chrome which mean that the audience are immediately engaged. The first is the choice of music- the music is non-diegetic sound. It is a very up-beat song and easy going song, creating a positive and lively atmosphere to the advert. This also suggests to the audience that Google Chrome is a positive technological innovation which boasts ease and efficiency. A second way which the advert engages the audience is through the focus of the mother and daughter relationship. The very first shot which we see is a mid-close up shot of a family photograph. It is a mother with her two children. This immediately means that mothers will be able to personally identify with the advert (uses and gratifications theory). It provides the audience with pleasures such as family values and love. This is continues throughout the advert: close to the beginning we also see a conversation conducted between mother and daughter on a social networking sight. They seem to have a positive relationship which engages the audience in their story. Thirdly, the audience is engaged in the advert through the telling of a story, and the comical elements included. We see shots of a dog walking over a new satchel, and the text: “Rupert’s not too sure!” We also see a shot of the kitchen, will is full of satchels! “How do I shift this lot?” is bound to make the audience smile, and we are engaged. We want to know the answer! The audience want to see the story unravel, and watch the company grow in success and popularity. Therefore, I believe one of the main ways the audience is engaged is through their involvement in the journey. A final technique which is used to engage the audience is the featuring of famous companies (ELLE magazine) and celebrities (Sophie Ellis-Bextor). They are recognisable people/brands, which draws the audience’s attention to the advert. The video works as a dual advertisement: it advertises The Cambridge Satchel Company, and Google Chrome also. The audience have two companies to learn about.

What is communicated about Google Chrome in this advert?

Much is communicated about Google Chrome in this advert. Firstly, it is communicated that Google Chrome can be an aid for success. The search engine is portrayed to be the main player in the “take off” of the Cambridge Satchel Company. The audience are persuaded to invest in Google Chrome, as they believe it will play a role in their success too. It is communicated to be a powerful browser: the individuality of the advert enhances its appeal. Furthermore, the narrative technique of condensing time has been used in this advert which enhances the effect of power and speed. We see weeks or months’ worth of development and work in the space of a couple of minutes. Secondly, still linking to the idea of Google Chrome being powerful and efficient, we can link Toderov’s narrative theory to what we see. The satchel designer is the hero, as she re-invents the satchel. However, Google Chrome is communicated to be the helper. The search engine helps the designer to make a success of her business, and we assume that the success would not have been made without it.  Finally, at the beginning of the advert we see Julie type into an email: “I used to love my satchel. Pity they don’t make them anymore”. This creates the idea from the offset that Google Chrome is improving the past, and can work to bring memories back to life. It suggests that nothing is ever lost with Google Chrome, and everything we love can always be saved. This links strongly to what many aspects of the internet aim to do, and communicates with the audience that Google Chrome want to enhance these features.

How is the internet represented in this advert?

In this advert, the internet is represented to have many qualities, but I believe the main one to be portrayed is its versatility. Many shots are included of many parts of the internet: Google maps, social networking, YouTube, email, search engines, creating a website. They all provide the audience with the reassurance that the internet can be used for many different things which all interlink. The whole creation of this company happened on the internet: from the first idea, to the satchels being noticed by magazines and fashion bloggers across the world. This represents the internet to be versatile, efficient, global and powerful. Secondly, the internet is represented for the first time to be open to everybody. Stereotypically, the younger generation are said to be those who are most technologically literate. Parents and the older generation are perceived to be less so. This advert completely changes this perspective. A parent takes complete advantage of the internet, and efficiently uses it to ensure her company takes off. Consequently, the internet is represented to be easy to use for everyone. It is universal.